Great package design blends science and art and is a visual expression of the brand’s soul.

Ironically, in terms of the classic marketing mix, packaging is the most important and the least expensive. For the vast majority of consumers the package is the product and needs to have significant stopping power at the retail shelf. The retail shelf is probably the most competitive marketing environment that exists. It’s no longer enough to just research the competition. One needs to think beyond the category when designing a new structure. We live at a time when one buys tuna in a bag, bath salts in a paint can and wine in a carton.